Digital Marketing Statistics & Metrics

The Most Implemented Tactics Within The Personalization Strategies, 2019

E-Commerce & Retail | North America

Digital buyers have many choices and will choose online retailers that make them feel known and valued. For retailers who want to remain relevant, delivering personalized, seamless customer experiences is a must. Retail personalization is a business strategy that seeks to build brand loyalty by presenting compelling experiences to customers based on their likes and wants. Personalization requires retailers to have a deep understanding of individual customers, which demands a strong data strategy, retailers who get personalization right drive deeper customer loyalty while increasing sales. Personalization extends the shopping journey with customized offers that arrive via email, packing slip or shipping label.

Take a look at the most implemented tactics by online retailers in their personalization strategies, in 2019:

  • Personalized recommendations in emails or other communication to shoppers based on explicit or inferred data are ranked as the most implemented tactic by surveyed online retailers with a rate of 67%.
  • Segmented emails or content on site based on shopper’s preferences or previous purchases is ranked as the second most used tactic implemented in personalization strategies by surveyed online retailers with a rate of 60%.
  • Marketing messages displayed on other sites based on a shopper’s behavior or preferences come at next as an implemented tactic in personalization strategies with a rate of 49%.
  • Recommendation engine on site also listed as the most used tactic by surveyed online retailers with a rate of 44%.
Online Retailers personalization strategy 2019

A Graph Shows The Tactics of Online Retailers Personalization Strategies, 2019.


Founded in 1991 and based in Washington, D.C., the National Retail Federation (NRF) is the world’s largest retail trade association. NRF represents discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and also Internet retailers within the United States and over 45 countries around the whole world. As retail is the nation’s largest private-sector employer, it supports one in four the US. jobs and it contributes $2.6 trillion to the annual GDP.

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